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tourism lunch

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By Russ Lynch
rlynch@starbulletin.com

AN INTERNATIONAL EXPERT on getting the best results from advertising will be the keynote speaker at the annual luncheon meeting of the Hawaii Visitors & Convention Bureau Sept. 18 in the Hawaii Convention Center.

Bruce Silverman is president and chief executive officer of Initiative Partners, a division of New York-headquartered Initiative Media Worldwide. In the United States, the company is a huge buyer of print and broadcast advertising space and time, billing more than $12 billion a year.

HVCB LUNCH Part of the three-day tourism conference Where: Convention Center When: Sept. 18, 11 a.m. Cost: $50 Info: http://www.gohawaii.com/hatc/index.html

Silverman's division acts as a "virtual media department," for more than 100 independent advertising agencies, not just placing advertising for them and their clients but doing the strategic planning as well, in essence replacing the agencies' media departments.

The parent company operates worldwide, placing advertising for clients such as the Walt Disney Co., Unilever, Home Depot and Gateway Computers. Clients in the tourist industry include Princess Cruises, Disney attractions, MGM/Mirage Resorts and a number of national and regional tourism authorities.

His speech, titled "Forget Everything You Thought You Knew About Media," covers the big technological changes coming in the next few years, driven by digital, broadband, wireless and interactive formats.

"Never before have consumers had as many media choices and control over those choices as they do today," said Tony Vericella, HVCB president and CEO. He said Initiative Media is on top of media trends and technologies and Silverman's talk will provide insights on how best to identify and manage advertising campaigns in the 21st century.

Before joining Initiative in 1997, Silverman was president and partner of Asher/Gould Advertising in Los Angeles. His clients have included Shell Oil, Maxwell House, Merrill Lynch, Dodge automobiles, American Express, Baskin-Robbins and Pizza Hut.

The HVCB luncheon is part of the first Hawaii Annual Tourism Conference, a three-day event at the Convention Center that will feature a range of panel discussions, speakers and exhibits.

It is possible to book for the luncheon only, at $50 a person. Otherwise, tickets are $150 for all three days with lunches, breakfasts and dinner events; $60 for one day, including meals; $50 for one day without meals; and $15 a day for students, including meals.

For more information, see the HVCB Web site linked above.